Nov 19, 2023
When it comes to brand assets, it is your name that ranks as the most important. Names exist without colour, shape, typography or jingle. They exist above it all. Even when you see the famous Swoosh symbol, your brain vocalises that as Nike. Get your name right and you fast track into the mind of your audience, building memory structures and association early. Get it wrong and you can be ridiculed or worse, forgotten. There are many things to consider when naming a new business, however I’ve focused on 3 particular areas that support naming success.
Hans Wildorf once said that a genie whispered ‘Rolex’ in his ear. A few days later the brand was registered. Like many ‘stroke of genius’ stories, that’s not all there was to it. Hans had previously made unusual combinations of letters resulting in 100 random names before this subconscious to conscious event occurred. The general truth is one needs to chew over a lot of territory when naming. Aim to write down as many literal and abstract words that are relevant as you can. It doesn’t matter if they’re direct, trendy or completely emotional and seemingly unrelated. At this point you need a lot of fuel to organise your thinking and if you haven’t done the work here, your choices are dramatically weakened later.
We often see a lot of brands with a combined name, the first word being their industry or service and the second being something self-affirming like hero or pro. It’s not to say this is wrong, especially when your first goal is awareness, but ask yourself:
I suggest focusing more on the benefit you’re seeking to impart versus the actions the business does. For example, if you were in the medicinal cannabis space my initial thoughts would be to steer you away from going with something like BudHero or WeedKing.
Oooft ok this one isn’t easy is it? Well, this list might help.
There is of course other things to explore such as cross-cultural issues and trademarking, but for those on a tight timeline looking to grow quickly, I think this should help.